The Soft Sell: How Soft Power motivates people and builds brands

This speech from Miles Young, Ogilvy & Mather Worldwide ceo, argues that following the financial crisis there is "a unique congruence of circumstances which should lead us to understand and exploit 'soft power' as a means of growing differentially ahead of the recovery".

The Soft Sell: How Soft Power motivates people and builds brands

Miles Young

We are so pleased and honoured that you are joining us for this OgilvyForum. It's an auspicious time, as we move into a new decade. Certainly from where I sit I can see a worldwide revival of marketing communications: whilst it is too early to hold funeral rites for the Great Global Recession of 2008 – 2010, it does seem that its demise is real. Of course, some countries lag still, but in China we have seen robust growth; and in the United States we have seen...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands